confidential & proprietary copyright © 2010 the nielsen company audience profiling of micro...
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Confidential & Proprietary • Copyright © 2010 The Nielsen Company
Audience Profiling of Micro Market Gurgaon, South Mumbai, Andheri & Jogeshwari -
Malad
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Micro Market (Composite Presentation)Work
Residences
Shopping
Gyms
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Content
• Sample Size Achieved
• Audience Profile – (Gurgaon, Malad - Jogeshwari, Andheri and South Mumbai)
• Audience Behavior in– Shop Section– Work Section– Leisure section– Residential
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Sample Size Achieved
GurgaonSouth Mumbai Andheri
Malad - Jogeshwa
ri Total
Work 218 182 151 82 633
Instore 62 2* 49 139 252
Leisure 106 159 33 36 334
Residential 106 250 128 201 685
Base: All Responde
nts 492 593 361 458 1904
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• 58% of the audience are in the age group of 20 – 30 yrs
• Most of the Audience are from
– SEC A (83%) households
– Stay in nuclear families
– Hold high work designations
– 15% of the respondents are businessmen/industrialist with 10+
employees
– Officers/Executives working in the Middle/Senior level (27%)
• 87 % own the house they stay in
– Regular audience to the medium
• 91% of respondents have recalled seeing the OOH screen at the
location
Profile of audience in OOH Micro Markets.(South Mumbai, Malad – Jogeshwari, Andheri and Gurgaon)
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SEC 83% on an overall level belong to SEC A
Base - All respondents : 1904
7388
11 12
89 8383
1627
16
0%
20%
40%
60%
80%
100%
Total Gurgaon South Mumbai Andheri Malad- Jogeshwari
A B
Base: 1904 492 593 361 458
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Age
Average Age is around 28 years.
10
8
11
8
12
27
33
21
25
3231
38
24
35
29
16
12
20
17
13
10
7
14
9 9
6
3
11
5 5
28.08
26.92
29.6
28.12
27.31
0
10
20
30
40
Total Gurgaon South Mumbai Andheri Malad- Jogeshwari
25.5
26
26.5
27
27.5
28
28.5
29
29.5
30
18 yrs - 20 yrs 20 yrs - 25 yrs 25 yrs - 30 yrs 30 yrs - 35 yrs 35 yrs - 40 yrs 40 yrs - 45 yrs Avg
Base: 1904 492 593 361 458
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Base - All respondents : 1904
Recall of OOH Screens at the location
Base - All respondents who recalled OOH screens at this location
9199
8892 90
91
128 10
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Gurgaon South Mumbai Andheri Malad- Jogeshwari
Yes No
Base: 1904 492 593 361 458
At an overall level more than 90% have recalled seeing an Out of Home Screens at the locations
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Audience Behavior
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OOH audience in In-Store Network• Mostly go shopping with
– Friends– Family Members
• Frequency of going Shopping is once in a week (41%).
• Average time spent on Shopping – Weekday 1 hour 31 minutes– Weekend 2 hours 25 minutes
• Waiting time near Elevator/ Escalators is 1 min. • Short creative to make an impact
on these audience
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OOH audience in WORK Network
• Audience exposed to OOH network - Work– Employees – 59% Senior executive
• Waiting time near elevators is around 2.32 mins– Creative should be effective in capturing the
attention of this audience in this short span of time.
• On an average they move in and out of the office
2.84 times a day – increases OTS !
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OOH audience in LEISURE Network• Frequently visit
– Frequency of visiting Multiplexes is once a week.
• Waiting Time– Audience in multiplexes spend around 1 minute near
escalator/elevator– Audience in multiplexes spend around 2.59 mins near
Washroom.
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OOH audience in Residential Network• 95% SEC A Households Premium Audience
• More than 85% Stay in their own house– Regular and continuous audience
• 80% stay in a nuclear family.
Waiting Time– Audience spend around 2.21 mins near
escalator/elevator– On an average they move in and out 2.83
times a day – increases OTS !
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OOH audience in LEISURE Network – Gyms /Health Clubs
• Health Conscious audience– Visit gyms and Health clubs regularly (46%)
• Average time spent in a Gym – Weekday 1 hour 42 minutes
– Weekend 2 hours 23 minutes
• Waiting time is around a minute (58 seconds) near
lift and 2.81 minutes in the washroom
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Thank You